Sellers who want to succeed must build sales credibility to stand out. Why? Only 24% of U.S. adults think salespeople are credible, according to SalesFuel’s The State of Credibility in America study.

“Before salespeople can be thought of as 'trusted advisors,' they first must have a high level of sales credibility.”

What is sales credibility? SalesFuel explains that to be considered credible, buyers must know what they're talking about. Buyers should know how to help solve business problems or achieve goals. 

But how can you both gain credibility and demonstrate it? One way is to do your research. 

The Right Sales Research Helps Build Sales Credibility 

Conducting thorough research is one of the things that separates top performers from the rest for many reasons. One being that sellers simply want to work with knowledgeable buyers, according to SalesFuel's findings.

55% of B2B buyers say knowledge of their line of business is a top attribute they seek in a seller. Half say the same for a seller’s knowledge about their solution and how it aligns with buyer goals. And nearly 40% want to work with reps who know and understand their customers. 

LinkedIn’s Paul Petrone reports that their research also supports the importance of a seller’s knowledge. 

“We found the majority of salespeople do at least some research into the companies they sell into,” he writes. 

They didn’t just perform basic research; they dove in to learn about the prospect’s customers, industry and other business elements.

“62% of top-​performing sellers spent their time learning more about an account’s industry — trends, competitive landscape, and so on.”

This well-​rounded knowledge positions the seller as someone who cares enough to look into details about the buyer’s business. They have taken the time to learn not just about the buyer but also the elements that impact their success. 

And doing this in-​depth research also builds credibility in sales. You won’t just be pitching to the prospect. Instead, you’ll be able to take a more consultative and partnering approach. 

Buyers will see you as a knowledgeable advisor rather than just a salesperson. And your understanding of their business gives you the opportunity to clearly demonstrate how your solution fits their needs. 

Where to Start Your Research

Sellers have many information sources available. Basic Google searches can reveal a lot of information, from the company website to the business’s leadership and history. 

Look into industry news sources to get a better grasp of their business environment. And keep an eye out for triggering events or future trends. This information can be helpful in identifying pain points and goals. 

Social media also offers glimpses into both the professional and personal side of a prospect. 

Blogs and social media can also give insight into the company culture. Nutshell’s Gustavo Bianco recommends using these sources to understand the personality of a business, their values and how they engage. 

“These snippets are little clues that will help you determine the culture and ethos of a company,” he writes.

This can help you align your approach, language and benefits of your solution to resonate the most with the prospect. 

Bianco also suggests incorporating bits of their content into your conversations. Reference a specific blog post or LinkedIn post to show you are already engaged with their content. It also reinforces that you’ve devoted time to learn about them. 

It takes effort to build credibility in sales. Even before connecting with a buyer, you should take the time to do thorough research. But this effort will likely pay off. 

You’ll stand out as a credible, informed advisor who has the knowledge, and the solution, to help reach their goals. 

Want to boost your credibility even more? Take advantage of the tools and intelligence available from SalesCred PRO.

Photo by Teona Swift